Conversion Rate Calculator

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Measure your funnel performance. Enter visitors and conversions to get your conversion rate, plus revenue per visitor, average order value, cost per acquisition and ROAS.

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Conversion rate – %
Revenue per visitor –
Average order value –
Cost per acquisition –
Return on ad spend –
Conversion rate = conversions / visitors. Cost per acquisition = ad spend / conversions. ROAS = revenue / ad spend. Optional fields are skipped when left empty.

About Conversion Rate Calculator

The Conversion Rate Calculator measures how well your website or campaign turns visitors into customers. Enter total visitors and conversions to get your conversion rate; add revenue and ad spend to unlock revenue per visitor, average order value, cost per acquisition and return on ad spend.

The formulas are the marketing standards: conversion rate = conversions ÷ visitors, revenue per visitor = revenue ÷ visitors, average order value = revenue ÷ conversions, CPA = ad spend ÷ conversions, and ROAS = revenue ÷ ad spend. Optional fields are simply skipped when left empty.

It is the quickest way to sanity-check a landing page test, compare ad campaigns or report funnel performance without building a spreadsheet. Everything computes instantly and free in your browser.

How to use Conversion Rate Calculator

  1. Enter the total number of visitors (or sessions, impressions — any traffic unit).
  2. Enter the number of conversions those visitors produced.
  3. Optionally add total revenue to see revenue per visitor and average order value.
  4. Optionally add ad spend to see cost per acquisition and ROAS.
  5. Read all five metrics and compare them against your benchmarks.

Frequently asked questions

Conversions divided by visitors, expressed as a percentage. 40 sales from 2,000 visitors is a 2% conversion rate. Use consistent definitions of “visitor” and “conversion” when comparing periods or channels.

E-commerce sites typically convert 1–3% of visitors; strong performers exceed 5%. Lead-generation pages often run higher. Benchmarks vary hugely by industry and traffic source, so your own trend matters most.

Return on ad spend — revenue divided by ad spend. A ROAS of 4 means $4 of revenue per $1 of ads. Break-even ROAS depends on your margins: with 25% margins you need roughly 4× just to break even.

CPA (cost per acquisition) is what you pay in ads for each conversion: spend ÷ conversions. AOV (average order value) is what each conversion is worth: revenue ÷ conversions. Profitable campaigns keep CPA comfortably below AOV margins.

No. Visitors and conversions alone produce the conversion rate. Revenue and spend are optional — the tool computes only the metrics your inputs allow and leaves the rest blank.
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